Digital Advertising Services

 

Our Services


 

Ad Spend Setup

  • Options to pay for click spend:
    • Credit card payment: We either have the customer's OR TSL's credit card associated to the account. If click spend was included in the TSL project budget, we would have TSL's credit card associated to the account since the customer has passed their click spend budget through TSL to manage payment.
    • Invoicing: Allows customer to run ads up to a certain dollar limit for 30 days prior to payment. After 30 days an invoice is sent and payment is required.
      • Benefit: Allows a flexible monthly budget up to approved monthly spend limit that is specified during the application and credit check process.
      • Considerations:
        • The ad account will never be able to change back to charging a credit card
        • Customer will not be able to run ads while TSL is managing a campaign
        • TSL and customer would eventually need to coordinate to switch invoice recipient back to the customer

 

Production Process

  • Manager holds an internal call with ad manager to discuss knowns/unknowns prior to the client call. Agenda:
    • Ad budget amount and whether customer is paying directly or if spend is included in our project budget
    • What are we promoting (an offer, content)?
    • Where are the landing pages to be used?
    • Are there thank you pages for the landing pages? How are we getting notified or tracking leads?
    • Does the customer have an existing ad account? If yes, do we have access? If we do not have access, can we request it?
    • Ad targeting geography
    • Has TSL done this type of advertising for the customer before?
    • Are there other tools such as Hubspot that we need to integrate?
    • If Google ads:
      • Are we doing just search, or search AND display?
      • Do we have access to set up goals, remarketing, phone and email click tracking, etc.?
  •  
  • Manager holds a 1-hour ad planning call with client and ad manager to discuss strategy. Agenda:
    • Answer any unknowns from the list above. 
    • Get client insights about keywords, competitors, landing pages
  • Manager submits Expense Sheet to Request PO for ad spend
    • Note: Initial spend PO is capped at $5,000. Performance will be re-evaluated and PO can be increased at that time.
  • Manager posts Project Request in Clarizen with following details:
    • Ad platform and format (LinkedIn Sponsored Update, LinkedIn InMail)
    • URLs of the landing pages, website pages, content where the ads will link to
    • Audience
    • How many images are needed?
    • Branding guidelines and logo
    • Are these meant to be branded to align with another company? If so, check below section on Branding to verify this is allowed.
  • Ad manager posts ad copy in reply to project request
  • Designer creates ad images

Ad image size specifications:

  • LinkedIn 
  • LinkedIn Video Ads [As of 10/9/2020]
    • TSL designer time required per video: 2 hours 
    • Video Length: Three seconds to 30 minutes possible (LinkedIn recommends no more than 15 seconds)
    • File size: Between 75 KB and max of 200 MB
    • File format: MP4 only
    • Frame rate: Less than 30 Frames per second
    • Pixel and aspect ratio requirements:
      • Landscape:
        • 360px (480 x 360; wide 640 x 360)
        • 480px (640 x 480)
        • 720px (960 x 720; wide 1280 x 720)
        • 1080px (1440 x 1080; wide 1920 x 1080)
      • Square:
        • Minimum: 600 x 600px
        • Maximum: 1080 x 1080px
      • Vertical:
        • Minimum: 500 x 625px
        • Maximum: 1080 x 1920px 
    • Video ads created with a 1:1 aspect ratio must have a minimum resolution of 600 x 600px, and a maximum resolution of 1080 x 1080px.
    • Audio format: AAC or MPEG4 only
    • Audio size: Less than 64KHz
    • Video captions: uploaded in SRT format only 
  • Google - Responsive Display Ads [As of 8/2020]
    • Avoid text. Text may cover no more than 20% of the image. Note: To fit in some ad spaces, your image may be cropped horizontally - up to 5% on each side.
    •  Image
      • Landscape (1.91:1): 1200 × 628 (min required: 600 × 314, max file size: 5120KB)
      • Square: 1200 × 1200 (min required: 300 × 300, max file size: 5120KB)
    • Logos:
      • If you choose the upload option, keep in mind that the logo should be square per dimensions below, but for best rendering it is also recommended to add a landscape logo.
        • Square: 1200 × 1200 (min required: 128 × 128, max file size: 5120KB)
        • Landscape (4:1): 1200 × 300 (min required: 512 × 128, max file size: 5120KB)
      • A transparent backgound is best, but only if the logo is centered.
  • Google - Custom Banners [As of 8/2020]
    • Here are a couple of different opinions on top performing ad sizes. All available sizes are below:
      • Ad Size#1: 300×250
      • Ad Size#2: 336×280
      • Ad Size#3: 728×90
      • Ad Size#4: 300×600
      • Ad Size#5: 320×100
    • Top-Performing Ad Sizes and Other Supported Ad Sizes are listed on Google Ad Manager Help Site.

 

Branding

Some companies allow ads to be branded (in visuals, in search terms for Google) and others do not. [Updated August 2020]

Allow:

  • IBM
  • Cisco
  • VMware

Do Not Allow:

  • Dell

 

Execution

Loading a Matched Audience List in LinkedIn